Pr in 2019 Supplementary Textbook for Canadian Pr Students

PR IN 2019 SUPPLEMENTARY TEXTBOOK FOR CANADIAN PR STUDENTS

MEGAN RENAUD

WITH CONTRIBUTIONS BY: CAROLINE COONS SULLIVAN GENEAU DARIAN KOVACS TABLE OF CONTENTS

INTRODUCTION...... 3 CHAPTER 1: ADVERTORIALS...... 6 CHAPTER 2: EXPERIENTIAL & EVENTS...... 9 CHAPTER 3: PITCHING PUBLICITY IN 2019...... 12 CHAPTER 4: INFLUENCER & ONLINE PARTNERSHIPS...... 16 CHAPTER 5: SEO & PR...... 18 CHAPTER 6: MEASURABLE TOOLS...... 19 APPENDIX...... 21 BC BUSINESS MEDIA KIT...... 23 CANADA WIDE MEDIA LANDSCAPE...... 35

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PUBLIC RELATIONS IN 2019 2 INTRODUCTION

I have been watching what is happening in the media and I have discovered more and more reporters losing their jobs while large media outlets like Postmedia, Glacier Media, and Black Press are merging and acquiring smaller media outlets . These outlets are drastically shifting and changing how reporters interact with media and who reporters are .

In this book, we will look at what an influencer is, what the role of media outlets are today and break down for everyone’s understanding what the role of Public Relations, and the role of Public Relation professionals are in this ever-changing landscape .

This book is designed to be a digital download to supplement your existing PR Textbooks – we plan to update the book each quarter to ensure it’s relevant, current, and timely .

There are still a lot of principles and the core of PR is the same but I think the outlets are changing . There is a financial shift of where people and brands are spending their advertising dollars . Most major media outlets are shifting their staffing, whether or not they even have staff . We will look at how to navigate outlets like this . This book will walk you through the different forms of PR, how to work in those different forms, and best practices . We will also look at what is working for PR now and beyond .

This booklet also includes an updated Media Landscape in Canada reference form so you can keep track of who owns who .

PUBLIC RELATIONS IN 2019 3 INTRODUCTION

WE’LL COVER FIVE MAIN AREAS:

1 MEDIA BUYING IN 2019

2 PITCHING IN 2019

3 EXPERIENTIAL IN 2019

4 OP-EDS 2019

5 PR & SEO IN 2019

You might be surprised to see us covering SEO & PR - it’s important to note that PR is becoming an ever important tool in the world of Search Engine Optimization (SEO) . Having a high authority link back to your website is really, really helpful . We will cover the role of PR and SEO and how to make sure that your getting things from SEO that helps your brand as well . On top of getting more eyeballs and views, but also getting backlink help .

To ensure we are all on the same page, when we are defining Public Relations, we look at an avenue that works similarly . For example, if you look at E-Harmony, this is a site to set up dates . They look at profiles and see who would match together and hit it off . PR is becoming E-Harmony for your brand, the brand that you work for, and your job is too . Much like the E-Harmony website, the point is to get to know the brand really well and you get to know the people that are influencers or the people in the media . Your job is to connect them . This would be the part that is like setting them up on a date . If it works and they get along, you did a good job setting up a reporter with a brand, or an influencer with a brand, or an idea with a brand . Your hope is they make incredible story babies together .

Your job in PR is to make more and more story babies .

The hope of this book is to teach you more techniques and some outlets that you can consider for seeing more story babies in the world for the brands or influencers you work for .

PUBLIC RELATIONS IN 2019 4 INTRODUCTION

PUBLIC RELATIONS IN 2019 5 CHAPTER 1: ADVERTORIALS

Traditionally in media outlets, the advertising department and the editorial department were very separate . They were like Church and State or there was a giant wall between them, but of course, some things would sneak back and forth . In the past year, there has been a drastic change where the wall has been knocked down due to the fact that so many reporters have been laid off . Newspapers and magazines need the ad revenue to ensure the company stays afloat and they keep their jobs . This has shown with much more creativity in the ad departments .

By definition, an advertorial is ‘a newspaper or magazine advertisements giving information about a product in the style of an editorial or objective journalistic article’ . Of course, this doesn’t just need to be about a product, but a brand or person or an idea .

Some terms that people have used besides advertorial is sponsored content, created by the creative content team at blank publication, in cooperation with (whoever is sponsoring this) . Everyone has a different term that makes them feel better about the fact that they have sold out their publication to let someone essentially pay to play . Having paid content in publications is becoming more and more common .

In America recently, they have passed a law where you actually have to say if the content has been sponsored if it is online . This is seen a lot on social media platforms like Instagram and Facebook . Instagram has shifted their system so that influencers can disclose if the content is in paid partnership with someone in the location area of the post . In Canada, there isn’t a law yet, but I think publications, in order to save their integrity, have started stating ‘sponsored content’, ‘advertorial’, ‘featured content’ and so on .

Looking at the chart below, an advertorial is when editorial and advertising have merged . Refer to the appendix for the full advertorial .

media kit 2019 media kit 2019

PRINT RaTES (NET) aNd dEadlINES PRINT SPEcIfIcaTIoNS we accePt S PDF Files (PDFX1/a files are preferred)* non bleed ads bleed ads* S Native Files created in Photoshop, Illustrator, InDesign, EPS, TIFF, JPG rates closing dates - 2019 * Only finished ads to our exact size specifications can be submitted as a PDF. If ad Ad SizeS (inches) NoN-BLeed Size Ad SizeS (inches) Trim Size Live Size production is required, logos and images must be supplied in one of the formats width by height Please add minimum 1/8” for guaranteed type safety, all 1x 3x 6x 8x 10x ISSUE SPacE cloSE ad MaTERIal dUE dISTRIBUTIoN daTE width by height beyond trim size on all critical live material must be listed above sides to allow for bleed con-tained within live area. full Page $5,305 $5,040 $4,790 $4,555 $4,330 february December 6 December 14 January 18 full Page 7.1875 x 10.0625 we do not accePt full Page 7.875 x 10.875 7.25 x 10.125 2/3 Page $4,775 $4,540 $4,315 $4,100 $3,900 March January 10 January 18 february 13 2/3 Page Vertical 4.75 x 10.0625 S Native files created in Corel Draw, Quark Xpress, Microsoft Office (i.e. Word or 2/3 Page Vertical 5.125 x 10.875 4.375 x 10.125 Publisher) Digest 4.75 x 7.5 1/2 Page Horizontal $4,410 $4,185 $3,980 $3,785 $3,595 april february 7 february 15 March 14 Digest — — 1/2 Page Horizontal 7.1875 x 4.9375 file submission digest $3,885 $3,755 $3,570 $3,395 $3,230 May March 14 March 22 April 17 1/2 Page Horizontal 7.875 x 5.3125 7.125 x 4.5625 pleaSe SuBmit fileS via ftp upload or email. 1/3 Page Vertical 2.3125 x 10.0625 1/3 Page $2,655 $2,525 $2,395 $2,280 $2,165 June April 12 April 18 May 21 1/3 Page Vertical — — S To upload files using Canada Wide’s FTP System, please 1/3 Page square 4.75 x 4.9375 contact [email protected] for upload instructions 1/6 Page $1,380 $1,315 $1,250 $1,185 $1,130 ToP 100 July/august May 10 May 16 June 14 1/3 Page square — — 1/6 Page Vertical 2.3125 x 4.9375 S Send emails to [email protected]; include name of ad, publication and issue date dPS $10,085 $9,585 $9,105 $8,660 $8,230 September July 12 July 18 August 16 1/6 Page Vertical — — 1/6 Page Horizontal 4.75 x 2.4375 1/6 Page Horizontal — — Proofs 1/2 dPS $8,375 $7,960 $7,565 $7,195 $6,835 october August 12 August 16 october 3 Double Page spread 15.0625 x 10.0625 Double Page spread 15.75 x 10.875 15 x 10.125 Colour matching cannot be guaranteed unless a professionally calibrated, industry Ifc or IBc $6,750 $6,620 $6,480 $6,280 $6,075 November september 20 september 26 october 25 1/2 Double Page spread 15.0625 x 4.9375 standard colour match proof is provided 1/2 Double Page spread 15.75 x 5.3125 15 x 4.5625 oBc $7,560 $7,395 $7,250 $7,020 $6,825 december/January 2018 october 11 october 19 November 15 rules for accurate outPut Page 3 - lead Page $6,430 $6,305 $6,175 $5,980 $5,790 extensions available on request. ad sizes Below are GuidelineS for producinG the BeSt file poSSiBle: DimeNsioNs Page 4, 5 $6,105 $5,990 $5,865 $5,680 $5,500 S – Please refer to our Ad sizes (above) and supply ads at exact sizes S Colour – All files should be created and supplied in CMYK, RGB, Spot Colour All rates are in Canadian dollars (taxes not included). rates are for space only; Production not included. and files with ICC profiles will be automatically converted on intake and some colour shift may occur

S resolutioN – Images must be a minimum 266 ppi when placed at 100% in ad S CroP marks – Must be offset a minimum of p9 or 0.125” from trim edge. ask us about our integrated package pricing. 1/6 PAge 1/3 PAge 1/2 PAge HorizoNTAL digeST 2/3 PAge FuLL PAge Registration marks are not required S FoNts – All fonts must be converted to outlines in the native file to ensure accuracy. All live text will be automatically converted to outlines as part of our intake process

S BleeDs – Minimum 0.125" bleed required beyond trim marks. Ensure that bleeds are included in settings for PDF creation Text-based advertisements submitted to BCBusiness must have either “Advertisement,” “Advertorial” or “Promoted Content” placed on the ad in either the top-left corner of the page, or along the centre of the top or bottom of the page. Text size must be equivalent S traPPiNg – Do not supply trapped files (trapping is handled in prepress to our to, or larger than, the body text. BCBusiness font and text size cannot be used nor can the ad mimic the style of BCBusiness. printer’s specifications) 1/2 PAge douBLe SPreAd douBLe PAge SPreAd S BorDer – Please include a border on all fractional ads; minimum 0.3pt

FOR MORE INFORMATION, CONTACT: BCBusiness is published by Canada Wide Media Limited. Founded in 1976, Canada Wide Media FOR MORE INFORMATION, CONTACT: BCBusiness is published by Canada Wide Media Limited. Founded in 1976, Canada Wide Media Canada Wide Media Limited Canada Wide Media Limited CANADA WIDE MEDIA 604.299.7311 creates, curates and delivers exclusive and engaging content across multiple platforms, 230, 4321 Still Creek Drive CANADA WIDE MEDIA 604.299.7311 creates, curates and delivers exclusive and engaging content across multiple platforms, 230, 4321 Still Creek Drive [email protected] reaching more than six million consumers each year — across Western Canada and beyond. Burnaby, British Columbia [email protected] reaching more than six million consumers each year — across Western Canada and beyond. Burnaby, British Columbia Canada, V5C 6S7 Canada, V5C 6S7 Canada Wide Media Limited Canada Wide Media Limited 230, 4321 Still Creek Drive 230, 4321 Still Creek Drive Burnaby, British Columbia Burnaby, British Columbia Sales-BCB-32H Sales-BCB-32H Canada, V5C 6S7 Canada, V5C 6S7

PUBLIC RELATIONS IN 2019 6 CHAPTER 1: ADVERTORIALS

When you go in to pitch, some people say they don’t do advertorials, but if you pitch it using the right term for them, like sponsored content, they will turn around and say ‘oh yeah, we do have sponsored content’ . I think much of this has to do with them wanting you to use their jargon and their term in order for it to be accepted . There is this ethical guilt they have for allowing you to pay to play .

I think understanding how the media world works and understanding which publication uses which language is really key and crucial so that you can find a really good win win win . Where if your client has a budget, especially if they have an advertising budget, and they are willing to test it out and willing to experiment with doing advertorials, they are going to see the benefits .

THREE LARGE BENEFITS INCLUDE:

1 People tend to read editorial before glancing at or engaging with an ad .

Advertorials also live online as well as print, so not only is it a good link back to your 2 website, but it’s also good content that’s shareable online . That’s amazing for social media, digital ads and Linkedin .

You can print off the online version . This is so much better than cutting out an ad from a newspaper and putting it on your wall . You print out the actual advertorial piece and 3 put it on your wall because that looks awesome . People don’t care if you put an ad in a newspaper, anyone can do that . It’s really cool if you have an article in a newspaper .

Some people call in partner content, and it can be a really good partnership, especially if they are willing to get really creative with you . You can have some fun and do some contesting with their social media channels . For example, post a picture of you and the advertorial, or comment what you took away from the advertorial and tag a friend for a prize . There are some really creative ways to make sure you get eyeballs on your advertorial piece .

PUBLIC RELATIONS IN 2019 7 CHAPTER 1: ADVERTORIALS

Now, some people are purchasing advertorials just for SEO purposes . They want a really high authority backlink to their website . Another reason could be that they are about to become a public company, so they purchase many advertorials in larger publications because they want to find investors .

The takeaway with advertorials is that if you pay to play, you will see the return more so than if you are just placing an advertisement . More major media organizations are becoming really fun and creative to work with because they are getting paid . They are willing to be more flexible because they are realizing that influencers and online publications are taking all this revenue and they are wanting to see some of that revenue as well . Major media organizations are willing to become more flexible and less frigid with how they operate, so it is easier to get advertorials or sponsored content out now .

Refer to the appendix to see the full rate sheet .

media kit 2019

PRINT RaTES (NET) aNd dEadlINES

rates closing dates - 2019

1x 3x 6x 8x 10x ISSUE SPacE cloSE ad MaTERIal dUE dISTRIBUTIoN daTE full Page $5,305 $5,040 $4,790 $4,555 $4,330 february December 6 December 14 January 18 2/3 Page $4,775 $4,540 $4,315 $4,100 $3,900 March January 10 January 18 february 13 1/2 Page Horizontal $4,410 $4,185 $3,980 $3,785 $3,595 april february 7 february 15 March 14 digest $3,885 $3,755 $3,570 $3,395 $3,230 May March 14 March 22 April 17 1/3 Page $2,655 $2,525 $2,395 $2,280 $2,165 June April 12 April 18 May 21 1/6 Page $1,380 $1,315 $1,250 $1,185 $1,130 ToP 100 July/august May 10 May 16 June 14 dPS $10,085 $9,585 $9,105 $8,660 $8,230 September July 12 July 18 August 16 1/2 dPS $8,375 $7,960 $7,565 $7,195 $6,835 october August 12 August 16 october 3 Ifc or IBc $6,750 $6,620 $6,480 $6,280 $6,075 November september 20 september 26 october 25 oBc $7,560 $7,395 $7,250 $7,020 $6,825 december/January 2018 october 11 october 19 November 15 Page 3 - lead Page $6,430 $6,305 $6,175 $5,980 $5,790 extensions available on request. Page 4, 5 $6,105 $5,990 $5,865 $5,680 $5,500

All rates are in Canadian dollars (taxes not included). rates are for space only; Production not included.

ask us about our integrated package pricing.

Text-based advertisements submitted to BCBusiness must have either “Advertisement,” “Advertorial” or “Promoted Content” placed on the ad in either the top-left corner of the page, or along the centre of the top or bottom of the page. Text size must be equivalent to, or larger than, the body text. BCBusiness font and text size cannot be used nor can the ad mimic the style of BCBusiness.

FOR MORE INFORMATION, CONTACT: BCBusiness is published by Canada Wide Media Limited. Founded in 1976, Canada Wide Media Canada Wide Media Limited CANADA WIDE MEDIA 604.299.7311 creates, curates and delivers exclusive and engaging content across multiple platforms, 230, 4321 Still Creek Drive [email protected] reaching more than six million consumers each year — across Western Canada and beyond. Burnaby, British Columbia Canada, V5C 6S7 Canada Wide Media Limited 230, 4321 Still Creek Drive Burnaby, British Columbia Sales-BCB-32H Canada, V5C 6S7

PUBLIC RELATIONS IN 2019 8 CHAPTER 2: EXPERIENTIAL & EVENTS

You can also call this chapter magic because it’s something that can cost as little as a few hundred or a few thousand dollars but earn you millions of dollars in media . If it’s done right at the right time in the right place with the right people it’s a win . Of course, it also needs to be captured via video and/or photos either by the public or your own planned production team . If you crowdsource the capturing of this said experiential event or experience, you’re saving even more .

A great example of this, to explain it further, would be what the production team with Game of Thrones did . They put out this incredible prop, which looked like a dragon skeleton, on a beach . They abandoned it there and then they seeded the press by saying, “Hey there’s a dragon that washed up on the shore ”. The next day, millions of people have now seen that there was a dragon that had washed up on the beach, either in person, via social media or the news .

Of course, Game of Thrones was just about to go into their newest season, so the timeliness factor was on point . If you don’t know, dragons are a big part of the show, thus getting millions of people to have dragons whether or not they were real, on the top of their minds through this ‘stunt’ . The cost of putting together a styrofoam dragon on the beach would have been maybe a few thousand dollars . What they got in publicity would have cost a lot more if they had promoted their season a different way . It was all about the right place at the right time .

Producing this type of experiential event and experiential experience could start by reading what other people are doing and seeing ideas to get really inspired by . There are some incredible things going on with experiential PR whether it is found with A&W, testing burgers on the street, or Molson Canadian with the beer fridge .

The Molson Canadian Beer fridge was placed around the country to celebrate Canada and our inclusivity as a nation . The only way to open the fridge was for six people to say ‘I am Canadian’ in six different languages . Once this was done, the beer fridge would open . This got people talking and interacting with each other in the street .

PUBLIC RELATIONS IN 2019 9 CHAPTER 2: EXPERIENTIAL & EVENTS

You can get inspired by others . The segmenting that you want to do to come up with experiential ideas is get obsessed with that brand and do a deep dive into the inner workings of that brand . Think to yourself as you’re walking out your regular everyday life, what that life is, whether it’s buying groceries or walking down the street, or going to the beach, what would cause me to want to stop and be in awe of something that is on brand with my brand .

Finding the right partner - finding a win, win, win . What is a brand that I can partner my brand with that is on brand and they have a similar audience that we are both trying to target and reach? Find this and it’s a big win for everyone involved . Perhaps they are already doing an event that you want to partner with them on?

We have all seen the traditional sponsored events or sponsored packages, but how do you let people actually experience your brand? A great example, albeit a small example, is from La- Z-Boy . They would sponsor various lounges at charity events where people would sit on their couches and experience the brand first hand . So, instead of just throwing their logo at a charity event they would actually bring in an experience .

Choosing whether you produce the content is important because I think so much of this is about the magic of virality of the experience . A feel-good example is WestJet . Every Christmas, WestJet does an experiential event . In last year’s video series they reunited families, found out what some Christmas traditions are around the world, and celebrated the magic of Christmas . So the magic is seeing it first hand, but also seeing and sharing the video because of the heartwarming, overwhelming emotion you feel watching it . So when you are doing these events, think of emotion, think of something touching .

With your brand, what is the emotion people feel towards it? How do you cause people to have that emotion towards people, towards places, towards things, towards activities that you do? To touch back on Molson Canadian, it went over so well because people have such an emotional connection with their nationality . Game of Thrones, maybe not strong emotions, but super fans have a deep seeded connection with dragons .

PUBLIC RELATIONS IN 2019 10 CHAPTER 2: EXPERIENTIAL & EVENTS

When you are planning an experiential event, one way you can go about it is to think of a problem that you can solve in your area . If there isn’t an immediate idea, what can you do to cause people to feel or do something out of the ordinary? Your goal is not to hurt anyone, but to cause people to pause for a moment . Then, when the content is out there and live, what is going to cause them to stop their thumbs . Experiential PR seems to be some of the best thumb stopping content that’s out there .

THUMB STOPPING CONTENT: HOW ARE YOU CREATING IT?

When it comes to events, and this isn’t a guide on event planning, but one of the great trends we are slowly starting to see is fundraising events with a twist . Many are now throwing these events that are exclusive and in secret locations . For example, think Diner En Blanc, but for fundraising . You don’t find out the location of the event until the day of . This makes these fundraising experience more exclusive and fun instead of the traditional, ballroom galas .

If you think of the five senses, how can you get someone to smell, touch, feel, see and hear your brand and ultimately, get an emotional connection to your brand? How you get them to emotionally connect? What your brand is about is the whole key to these experiential events . It’s all about the big lead up and the big wow .

PUBLIC RELATIONS IN 2019 11 CHAPTER 3: PITCHING PUBLICITY IN 2019

Publicity is the notice or attention given to someone, or a brand, by the media . In order to gain the right publicity, you need to pitch your client to the media . In order to correctly pitch your client, you need to have a good grasp on them and what they represent . In other words, what is their TED Talk? What is their big idea? What do they know about, what have they done that no one else has? What makes them stand out against everyone else out there? What is it that would cause a reporter or influencer to stop and say wow, we need to feature this person or brand .

Once you know the ins and outs of your client, you can successfully pitch them to the media or influencers . To do this, you need to have a conversation with the outlet . You don’t just need to send them the original pitch or question over email anymore . You can go through outlets like Linkedin, Facebook messenger, Instagram direct messages . This is because the scope of media is ever changing and we, as PR professionals, need to change with it . So many reporters and influencers are independents or freelancers, so they may not be connected to a major organization . This means they have the freedom to pick and choose what they want to feature .

With this freedom they are experiencing, we need to find ins to get published or featured . You want to make sure you listen to what they say in their response back to your pitch . If it’s a yes, you’re good to go . However, if it’s a no, listen to why . Is there an angle you can work to get them to change their mind and mould the information you want out to suit the media?

To ensure that you are sending a press release that is professional and more likely to be picked up by the media, please see the example on the next page:

PUBLIC RELATIONS IN 2019 12 CHAPTER 3: PITCHING PUBLICITY IN 2019

Traditional media still has pull, it still has reach, it still has power . So when you are pitching to independents, don’t rule out traditional media . You want to get to know the journalists in these positions . Take your time to ask them questions on what they are writing stories on, read their stuff to get a sense of their tone . Again, you want to treat this like E-Harmony . Who would be a good fit for you, what are they looking for, and what have they written about . Don’t just send blanket press releases to these journalists . Get to know them, connect and have a conversation with them . You want to approach this type of pitch in a more interactive way . It is more about questions and interactions and engaging with the reporter and less about bombarding them with your ideas and thoughts . Look at it as it’s not what you think they should do, but what they could do for you .

PUBLIC RELATIONS IN 2019 13 CHAPTER 3: PITCHING PUBLICITY IN 2019

If you can mould your client into an expert, you are more likely to get more publicity and have an easier time pitching them to the media . Some people have hit so many roadblocks because they haven’t become an expert on something . Help your client become an expert . Malcolm Gladwell uses this term ‘maven’ . Maven means they are on the cutting edge, the expert on something they can talk about for eons . What is your client maven about .

There are ways to get your client postured as an expert . You can run a survey on Google Forms or Survey Monkey and run a Facebook Ad Campaign to get people to enter the survey . These are some steps that will make it easier for you, and more beneficial for your client to land those pitches and gain publicity .

PITCHING IN 2019 VIA DM:

Now is the day of the micro pitch . If you are unclear of what that is, let us help you . This is like your elevator pitch . How much information can you get in a small amount of time, or in this case, the smallest amount of space . You find these pitches coming through Instagram, Facebook, Linkedin and Twitter . A micro pitch is short, sweet and to the point . We’re giving ‘sliding into your dms’ another meaning .

When you’re pitching through social media, it’s easy to get lost in the space of creatives . You want your pitch to stand out . You need to tailor your pitch to the person it will be sent to . This means that it will be constantly changing . How can you tailor this pitch to this person? Make sure you’ve done your research . What does this person post, write, talk about and how will your brand or client align with them . This is when your inner sales person really needs to shine .

You need all important information in this pitch . Who or what are you pitching? Do they have any social media handles or websites? What background information can you give? While you want your micro pitch to be short and sweet, you also want it to be chalked full of information that is going to help with your win, win, win .

PUBLIC RELATIONS IN 2019 14 CHAPTER 3: PITCHING PUBLICITY IN 2019

It’s not only about the information you’re pitching them, but how you are seen on social media as well . Are your accounts up-to-date? Are they professional? Is there relevant information listed? If someone is going to read your pitch, they are definitely going to research you as well .

SUBMITTING OP EDS & LISTICLES

When submitting Op Eds and listicles, you want your topics to be relevant . If they aren’t relevant you have a lower chance of a publication picking up your story . As with advertorials, there is always a reason or ‘agenda’ for submitting one of these pieces . They can either benefit your agency, your client or a brand .

When you’re submitting these pieces, you want them to be thought provoking . What is going to make the audience (the readers) engage . How can this gain buzz, shares, tweets and likes . Op Eds and listicles are fun, easy way to engage with your audience . You can give your opinion on issues, trends etc and be very onbrand . These articles are a great way to inadvertently advertise .

For example, say you had a client in the tourism industry . You could write a listicle on the Top Places to Visit in blank . It is easy to slip your client into the article and you can have a more organic response . Tourists would be more inclined to then visit your client . The key is to be true to the audience, but have an angle .

These types of articles are a great investment . Like with advertorials, you are more likely to have readers engage and take in what is written, rather than just staring at an advertisement .

When you are submitting these types of pieces, you need to research the different publications that are on brand with your brand . You wouldn’t get a business piece necessarily in a food magazine . You are more likely to have your piece picked up if you are on brand with a publication . Look at what they’ve written, so there hasn’t been anything similar around the same time .

Like all different types of submissions, have an open dialogue with who you are pitching to . Make it a conversation . Who are they, what is their style, and how can you help each other?

PUBLIC RELATIONS IN 2019 15 CHAPTER 4: INFLUENCER & ONLINE PARTNERSHIPS

An influencer is someone who has the power to affect purchase decisions due to their knowledge, authority, position and trust with their audience . They are usually found on Instagram, or through blogs, in their own niche that they actively engage in . They portray a life that their audience wants to be apart of . They are all the rage and they are on trend right now .

An influencer is running a business, but they are a great avenue to use for your marketing . When an influencer comes to you and wants to charge you, the best attitude you can have towards this, is trying not to pick apart their following, but to consider costs you may have otherwise . If you were to hire a videographer, a photographer, a writer, what would all of those people charge you?

Consider the reach and the following as a bonus that comes along with hiring a particular content creator . Their content creation fee may be higher than normal, sometimes it may even be below standards, but you will end up getting all this great gravy with it .

When you’re working with an influencer, you have offer discount codes, giveaways, or even just exposure . These days, there are free tools like bit .ly, google analytics and more . These tools count and verify how many people they sent your way . With specific codes you give them, you can see the click rate through Instagram, Facebook, or links through their blogs . This is going to determine whether or not working with this influencer was beneficial, and if you would want to work with them again . Ultimately, like with the pitch process, find a partnership that really fits with your brand and is really on brand so that they aren’t just doing it for the money . You want to find an influencer that really aligns with you and your brand . It really is a win, win, win . Win for their readers (perks and discounts), win for them (they get paid), and a win for you (you get more exposure and marketing) .

It is important that you work through the influencer contract together to ensure you’re both on the same page . You want to make sure that you have set terms that can be met, but you don’t want to give the influencer unrealistic expectations . You should set out how many posts or giveaways they are required to do . You also need to work out terms determining which other companies they can work with at the same time . You wouldn’t want an influencer promoting you and your competition at the same time .

PUBLIC RELATIONS IN 2019 16 CHAPTER 4: INFLUENCER & ONLINE PARTNERSHIPS

MICRO INFLUENCERS

Micro Influencers are the people you turn to when you read the reviews on the restaurant you want to go to, the nail salon you want to check out, or a hotel you’re thinking of visiting . When it comes to PR these are some of the people that could have so much, if not more, impact on anything that you would traditionally consider PR . These people, or Micro Influencers, are called ‘Local Guides’ . When you think of these local guides, think of sites such as Yelp, Trip Advisor, Facebook groups, Reddit and Quora .

So, the question you need to ask yourself is, what does your brand look like in those places? What is your review strategy? Do you or people on your staff go on Reddit, go on Quora, and respond to people . Are you responding to your Google Reviews, Yelp reviews, Tripadvisor reviews? Are you addressing concerns? Ultimately, how are you engaging in this community?

The other one you can consider, and this might be a stretch, but people are leaving product reviews and brand reviews on YouTube . Are you engaging with the YouTube community? Are you managing the process of getting great reviews on YouTube or are you letting your reviews have a free for all; letting people write or say whatever you want .

Apart from responding to these reviews on YouTube, you can also consider partnering with the right YouTube stars, like you would bloggers, to ensure these content creators are reviewing your product .

To keep on top of these reviews, we can’t stress enough the importance of Google Alerts and Google Analytics to track when and where you’re getting mentioned or press . It will allow you (even though, hopefully you won’t need to) be right on top of any bad press, or reviews . You can put out the fire quickly .

PUBLIC RELATIONS IN 2019 17 CHAPTER 5: SEO & PR

Search engine optimization (SEO) refers to the process of making online properties and content rank at the highest, most effective level possible based on current search engines algorithms . Search engine algorithms determine a site’s ranking based on several factors, but mainly by a website’s calculated authority .

In search engine land, “authority” attempts to measure a domain or URL’s importance or popularity . This is largely measured using backlinks - links from your website from other websites . Having another website link to yours is a signal to search engines that your site holds a degree of relevance to the content at hand . The larger the number of sites that think you’re important, the more important search engines think you are .

However, the authority of the websites linking to you also comes into play . A backlink from a high-authority domain will carry significantly more weight in search engines’ eyes than a backlink from your niece’s blog . This is why you want to chase after backlinks from high- authority sites, but how?

This is where PR comes in . Online publishers tend to be high-authority because their articles and stories receive many links (some more than others) . By focusing on finding ways to get your sites or brands featured on these sites, you’re slowly building a large and healthy backlink profile - one that will pay dividends in the future .

One thing to avoid for SEO purposes are advertorials . According to Google’s terms of service, every link on your site that someone paid for must include a “nofollow” as a rel attribute . This would be inserted in the HTML code for the link . It tells search engines not to follow the link and count it towards site authority . Since premium publishers don’t wish to risk a Google penalty, they tend to label advertorial links as “nofollow” by default, marking them effectively useless for SEO .

PUBLIC RELATIONS IN 2019 18 CHAPTER 6: MEASURABLE TOOLS

There are so many tools that you can use to measure your success in PR . From press release tools, to traffic, to analytics and more . In this chapter will we talk about a few of our favourite tools that you should use if you want to see success in your PR .

GOOGLE ANALYTICS

Google Analytics is the most beneficial tool to have and use . Analytics allows users to, in plain terms, analyze the data surrounding your site or app . It will tell you traffic trends, demographics, click rates, conversion rates and much more . This information is all found on your personal dashboard which makes Google Analytics really user friendly . There are even different options with varying features based on your business size .

Google offers free online courses through analytics called ‘Analytics Academy’ . This is a free tool that helps users get the most out of the product .

BITLY

Bitly shortens URLs, brands URLs and helps manage links . To explain this with an example, follow along . If a brand is sponsoring a giveaway with an influencer, and they want to see how many people click on a link through the influencers blog or social media, they would make a Bitly link to give to the influencer . The brand can then track how many clicks or what the conversion rate is on the site .

This is a great way to view and understand traffic going to your site . You can track and optimize this traffic to ensure you’re doing the most you can with your brand’s site .

PUBLIC RELATIONS IN 2019 19 CHAPTER 6: MEASURABLE TOOLS

FACEBOOK INSIGHTS

Similar to Google Analytics, Facebook Insights tracks your traffic and visitors on your Facebook page . You are able to understand the interactions, or lack thereof, and optimize it . It is able to tell you the best time and day to post, as well as what type of content aligns with your audience the best .

Through insights, you are able to see how many people viewed a post, how many people clicked on it, as well as their demographics . It is a great tool to understanding your audience and launching your business page higher .

GOOGLE ALERTS

If you are doing PR for a client, you want to know when they get mentioned on social media, in the news, or just people talking . Google Alerts allows you to know whenever you or your client is being mentioned online . Having this is key as you can quickly do damage control if needed, or capitalize on good press .

It also means if someone is mentioning you or your client in a review or a post you are able to quickly reply to them . This shows that you are relevant, in the know and carry an online presence .

CISION

While this tool isn’t all about measuring data, it is very helpful and useful to anyone in PR . Cision is a database for PR professionals and media . It is a great way to get out press releases, connect with journalists or influencers and monitor the impact of your press release . On top of that, Cision also offers simple analytics . If your press release is picked up, it will tell you what the click rate was online, a scoring on how often your brand is mentioned and you can track your coverage . This tool is a PR Professionals best friend .

PUBLIC RELATIONS IN 2019 20 APPENDIX

INFLUENCER MARKETING HUB

Their Instagram Money Calculator allows you to calculate your estimated earnings from your Instagram account if you believe you are an influencer. Based on your engagement and number of followers, influencers can determine their earnings potential.

TRAACKR

Traackr powers influencer marketing programs for global brands across the globe. From discovery to management and measurement to insights, their platform enables organizations to optimize, scale and coordinate strategic influencer marketing programs.

CISION

Cision is a media database that helps Public Relations Professionals connect with the right media. Influencers can leverage incoming opportunities by ensuring their blog is featured on Cision’s platform.

KLEAR

An influencer search engine, Klear helps brands find influencers in any category and location in the world across Instagram, Twitter, Youtube and Blogs with using their Influencer Marketing Software.

PUBLIC RELATIONS IN 2019 21 APPENDIX

#PAID

The #Paid platform is where “creators” (not influencers) connect with brands to engage with audiences in a meaningful way.

HYPEAUDITOR

The platform is a fraud-detection system for Instagram. The platform analyzes Instagram accounts for fake followers and likes to help brands protect themselves from fraudulent accounts.

GROUPHIGH

GroupHigh is an essential marketing tool for any content-minded marketer looking to build relationships with influencers. The platform helps marketers find blogs, influencers, content, and build reports.

SHOP AND SHOUT

A marketplace that connects micro-influencers with brands, Shop and Shout simplifies the exchange for social exposure, simple.

THE SOCIABLE SOCIETY

A progressive influencer agency, The Sociable Society works with influencers across North America to bridge the gap for brands looking to connect with influencers.

PUBLIC RELATIONS IN 2019 22 APPENDIX – BC BUSINESS MEDIA KIT

100% guaranteed media kit 2019 results*

Canada Wide Media Limited 230, 4321 Still Creek Drive Burnaby, British Columbia Canada, V5C 6S7 Canada Wide Media Limited 230, 4321 Still Creek Drive Burnaby, British Columbia Canada, V5C 6S7

PUBLIC RELATIONS IN 2019 23 APPENDIX – BC BUSINESS MEDIA KIT

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PUBLIC RELATIONS IN 2019 24 APPENDIX – BC BUSINESS MEDIA KIT

media kit 2019

MUlTI-PlaTfoRM REacH. dElIvERINg RESUlTS

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To mark the fifth anniversary of our annual report on p.29 know business content across WHERE TO WORK NOW, we’ve expanded and revamped the list multiple platforms reaching busy professionals when they need, and how they need it. Reach your target market using an website integrated approach giving you the results social media you need.

enewslettter

+ WILLSON INTERNATIONAL The Single Most Costly Error Importers and Exporters Make Peter Willson, CEO of Willson International, discusses what companies need to manage so they can reap the benefits of the free trade agreements

ADVANCED RULINGS Taking time to understand the Requesting an advanced binding full scope of requirements that ruling can offer assurance when come with international trade a new product could be classified is the key to capitalizing on and taxed under any of several business opportunities possible categories. “When you are importing a product that hasn’t been seen before, youcontent don’t want marketing mobile to find out four years later that Customs has gone back and found you owe duty,” says Willson.

OTHER AGENCIES Border agencies are not the only groups importers and exporters must answer to–there is also the FDA, CFIA and other industry agencies. “Heavily regulated environments like dairy, steel or textiles have very complex trade agreements,” explains Willson. “There may be quota systems in place, or you may need to show that the supply chain is secure.”

Willson says these daunting recent KPMG you may not know the answer between two digits may mean requirements can lead many study revealed to.” Accessing the benefits of paying no duty or paying six per companies to keep their business that 70 per cent free trade agreements requires cent, which could make you non- close to home. “That lasts for of businesses expert knowledge and stringent competitive,” says Willson. a while, but at some point in are not fully reporting, says Willson, and the your growth plan you’re going Aleveraging their free trade level of attention paid can affect RULES OF ORIGIN Poor to have to find new markets,” he agreements–a mistake that can pricing–either improving or communication with suppliers says. “It comes down to having have major strategic, financial hurting a company’s com- about where products or even their a partnership with someone who and administrative implications. petitiveness in the marketplace. components were manufactured can facilitate your understanding “International trade is complex, Essential factors include: can result in penalties–potentially of the information flow to regu- and there is a fundamental fear affecting your landed costs. latory bodies, so that nothing of the regulations and red tape,” CLASSIFICATION Every slows down at the border, and Canada Wide Media Limited says Peter Willson, fourth-gener- product requires a 10-digit VALUATION Importers must your costs are understood.”

ation CEO of Willson Interna- Harmonized System code that navigate six possible valuation This is a bird’s-eye view of some very tional, a leading U.S.-Canada determines the duty owed on it, methods for each category of complex issues that can affect your customs brokerage. “When your and it is critical to calculate it goods. Declaring the wrong one landed costs and bottom line. If you 230, 4321 Still Creek Drive are concerned about any of these product lands at a foreign port, precisely by examining a num- could result in incorrect duty issues, it is imperative that you call people start asking questions that ber of factors. “The difference being applied. your customs broker. Burnaby, British Columbia

Created by BCBusiness in partnership with Willson International Canada, V5C 6S7 Canada Wide Media Limited 230, 4321 Still Creek Drive Burnaby, British Columbia Sales-BCB-32H Canada, V5C 6S7

PUBLIC RELATIONS IN 2019 25 APPENDIX – BC BUSINESS MEDIA KIT

THE NUMBERS media kit 2019

Print distribution digital Founded in • Paid subscribers 110,000+ • Newsstand sales average unique visitors per month 52,000+ 15,500+ 14,500+ • Air Canada Maple Leaf folloWers folloWers folloWers Lounges across Canada 125,000+ 1972 average page views per month • Aboard all Harbour Air flights referral source: Glossy, 0.10% Search: 54% • Helijet terminals average digital banner ad CTR Social Media/Referral: 28% high-quality in Vancouver Direct: 17% and Victoria daily email enewsletter magazine eNewsletter: 1% • Gateway Valet at YVR Monday to Friday • Chambers of Commerce location:

issues in B.C. Ontario: 14% per year • BC Restaurant and Food 8,500+ 23% Alberta: 7% 10 Services Association Opt-in-Subscribers Open Rate Quebec: 3% members Other: 3%

Winner of “Magazine • Various our audience* toP in market for: of the Year, Small business and 52% male / 48% Female • Finance and Investment charity events Circulation” and “Best primary age group 25-54 Services in B.C. Front of Book” in decision makers • Travel above average • Employment and Careers the 2016 Editors’ household incomes Choice Awards • Real Estate Well educated • Auto and Vehicles high Financial assets *Source: BcBuSineSS reader circulation ..... 24,000 and weB SurveyS, GooGle analyticS readership ...... 100,000

FOR MORE INFORMATION, CONTACT: BCBusiness is published by Canada Wide Media Limited. Founded in 1976, Canada Wide Media Canada Wide Media Limited CANADA WIDE MEDIA 604.299.7311 creates, curates and delivers exclusive and engaging content across multiple platforms, 230, 4321 Still Creek Drive Burnaby, British Columbia [email protected] reaching more than six million consumers each year — across Western Canada and beyond. Canada, V5C 6S7 Canada Wide Media Limited 230, 4321 Still Creek Drive Burnaby, British Columbia Sales-BCB-32H Canada, V5C 6S7

PUBLIC RELATIONS IN 2019 26 APPENDIX – BC BUSINESS MEDIA KIT

media kit 2019

PRINT RaTES (NET) aNd dEadlINES rates closing dates - 2019

1x 3x 6x 8x 10x ISSUE SPacE cloSE ad MaTERIal dUE dISTRIBUTIoN daTE full Page $5,305 $5,040 $4,790 $4,555 $4,330 february December 6 December 14 January 18

2/3 Page $4,775 $4,540 $4,315 $4,100 $3,900 March January 10 January 18 february 13

1/2 Page Horizontal $4,410 $4,185 $3,980 $3,785 $3,595 april february 7 february 15 March 14

digest $3,885 $3,755 $3,570 $3,395 $3,230 May March 14 March 22 April 17

1/3 Page $2,655 $2,525 $2,395 $2,280 $2,165 June April 12 April 18 May 21

1/6 Page $1,380 $1,315 $1,250 $1,185 $1,130 ToP 100 July/august May 10 May 16 June 14

dPS $10,085 $9,585 $9,105 $8,660 $8,230 September July 12 July 18 August 16

1/2 dPS $8,375 $7,960 $7,565 $7,195 $6,835 october August 12 August 16 october 3

Ifc or IBc $6,750 $6,620 $6,480 $6,280 $6,075 November september 20 september 26 october 25

oBc $7,560 $7,395 $7,250 $7,020 $6,825 december/January 2018 october 11 october 19 November 15

Page 3 - lead Page $6,430 $6,305 $6,175 $5,980 $5,790 extensions available on request.

Page 4, 5 $6,105 $5,990 $5,865 $5,680 $5,500

All rates are in Canadian dollars (taxes not included). rates are for space only; Production not included. ask us about our integrated package pricing.

PUBLIC RELATIONS IN 2019 27 APPENDIX – BC BUSINESS MEDIA KIT

media kit 2019

PRINT SPEcIfIcaTIoNS we accePt S PDF Files (PDFX1/a files are preferred)* non bleed ads bleed ads* S Native Files created in Photoshop, Illustrator, InDesign, EPS, TIFF, JPG * Only finished ads to our exact size specifications can be submitted as a PDF. If ad Ad SizeS (inches) NoN-BLeed Size Ad SizeS (inches) Trim Size Live Size production is required, logos and images must be supplied in one of the formats width by height Please add minimum 1/8” for guaranteed type safety, all width by height beyond trim size on all critical live material must be listed above sides to allow for bleed con-tained within live area. full Page 7.1875 x 10.0625 we do not accePt full Page 7.875 x 10.875 7.25 x 10.125 2/3 Page Vertical 4.75 x 10.0625 S Native files created in Corel Draw, Quark Xpress, Microsoft Office (i.e. Word or 2/3 Page Vertical 5.125 x 10.875 4.375 x 10.125 Publisher) Digest 4.75 x 7.5 Digest — — 1/2 Page Horizontal 7.1875 x 4.9375 file submission 1/2 Page Horizontal 7.875 x 5.3125 7.125 x 4.5625 pleaSe SuBmit fileS via ftp upload or email. 1/3 Page Vertical 2.3125 x 10.0625 1/3 Page Vertical — — S To upload files using Canada Wide’s FTP System, please 1/3 Page square 4.75 x 4.9375 contact [email protected] for upload instructions 1/3 Page square — — 1/6 Page Vertical 2.3125 x 4.9375 S Send emails to [email protected]; include name 1/6 Page Vertical — — of ad, publication and issue date 1/6 Page Horizontal 4.75 x 2.4375 1/6 Page Horizontal — — Proofs Double Page spread 15.0625 x 10.0625 Double Page spread 15.75 x 10.875 15 x 10.125 Colour matching cannot be guaranteed unless a professionally calibrated, industry 1/2 Double Page spread 15.0625 x 4.9375 standard colour match proof is provided 1/2 Double Page spread 15.75 x 5.3125 15 x 4.5625 rules for accurate outPut ad sizes Below are GuidelineS for producinG the BeSt file poSSiBle:

S DimeNsioNs – Please refer to our Ad sizes (above) and supply ads at exact sizes

S Colour – All files should be created and supplied in CMYK, RGB, Spot Colour and files with ICC profiles will be automatically converted on intake and some colour shift may occur

S resolutioN – Images must be a minimum 266 ppi when placed at 100% in ad

S CroP marks – Must be offset a minimum of p9 or 0.125” from trim edge. 1/6 PAge 1/3 PAge 1/2 PAge HorizoNTAL digeST 2/3 PAge FuLL PAge Registration marks are not required S FoNts – All fonts must be converted to outlines in the native file to ensure accuracy. All live text will be automatically converted to outlines as part of our intake process

S BleeDs – Minimum 0.125" bleed required beyond trim marks. Ensure that bleeds are included in settings for PDF creation

S traPPiNg – Do not supply trapped files (trapping is handled in prepress to our printer’s specifications)

1/2 PAge douBLe SPreAd douBLe PAge SPreAd S BorDer – Please include a border on all fractional ads; minimum 0.3pt

PUBLIC RELATIONS IN 2019 28 APPENDIX – BC BUSINESS MEDIA KIT

media kit 2019 dIgITal RaTES aNd SPEcIfIcaTIoNS

standard sPecifications: requireD: leaDerBoarD: 728w x 90h pixels Big Box: 300w x 250h pixels

oPtioNal: BillBoarD: 970w x 250h pixels OR large leaDerBoarD: 970w x 90h pixels moBile /aDjustaBle: 468w x 50h

aCCePteD Formats: GIF, JPG, HTML5* *HTML5 creative require at least one standard click tag

electronic requirements: File siZe 40KB to 60KB viDeo/aNimatioN guiDeliNes • 15–second animation limit • 30–second auto play video limit—videos longer than 30 seconds must be click initiated website standard rates* (net): • Auto play video cannot have audio or must start muted ruN oF site Digital aD imPressioNs: $25 CPM (with an option to unmute) ruN oF Network: Ask your account manager • No looping on animation of video • All video must provide video controls (play, pause, mute, etc.) other oPtions: Page takeover: $800 per day ‘exPaNDiNg Creative’ guiDeliNes Page tether: $35 CPM • 300x250 creatives should have maximum expansion of 600x250 left and right geo-targetiNg: $30 CPM • 468x60 creatives should have maximum expansion of 468x120 up and down • 728x90 creatives should have maximum expansion of 728x315 up and down * All rates are in CDN dollars (taxes not included). Rates are for space only. Production not included • Expansion must be initiated • Max file size 200KB ask us about our integrated package pricing. • Close button required on all expanding creatives

PUBLIC RELATIONS IN 2019 29 APPENDIX – BC BUSINESS MEDIA KIT

media kit 2019 daIly eNEwSlETTER

8,500+ Opt–in–Subscribers rates (net): weekly rate: ...... $495 (Includes an ad Monday to Friday) eveNt listiNg: ...... $175 (Monday to Friday) leaderboard (includes listing on BCBusiness ca). ad size available: leaDerBoarD ...... 728 x 90 Big Box ...... 300x250 sPecifications:

Formats: GIF or JPG (If submitting an animated GIF, please note that readers using Microsoft Outlook 2007 and later shows only the first frame of the series in a GIF file) File max . siZe: 60KB. Provide URL link dEdIcaTEd eBlaST

Send a custom eBlast to the BCBusiness opt-in subscriber list of 8,500+ oNe eBlast ...... $1,250 cUSToM SocIal MEdIa MESSagE

Big Box twitter oNly: ...... $950 twitter, FaCeBook & liNkeDiN . . . . $1,250 ask us about our integrated package pricing.

PUBLIC RELATIONS IN 2019 30 APPENDIX – BC BUSINESS MEDIA KIT

media kit 2019

coNTENT MaRkETINg

+ UNITED WAY OF THE LOWER MAINLAND sPonsored content: + WILLSON INTERNATIONAL Corporate Social SOCIAL PURPOSE IN PLAY The Single Most Costly Error Responsibility Reimagined Importers and Exporters Make Feature your brand in an engaging and valuable way through a sponsored While it’s valuable to implement philanthropic initiatives into your corporate culture, Peter Willson, CEO of Willson International, discusses what companies building social purpose into every aspect of your business is how real impact is made need to manage so they can reap the benefits of the free trade agreements

ADVANCED RULINGS United Way of the Lower Mainland con- Requesting an advanced binding vened a one-day educational workshop Taking time to understand the piece. The direction of the content is decided through a collaboration to teach business leaders how they can full scope of requirements that ruling can offer assurance when advance social purpose in their companies come with international trade a new product could be classified is the key to capitalizing on and taxed under any of several business opportunities possible categories. “When you Coro Strandberg, president, James Belsheim, president, David Labistour, CEO, Mountain are importing a product that hasn’t Strandberg Consulting Neptune Bulk Terminals Equipment Co-op been seen before, you don’t want Strandberg has worked in corporate To identify its social purpose, North Promoting outdoor activity and healthy between you and the BCBusiness content team, and produced by one of social responsibility for more than Vancouver’s Neptune Terminals looks living wasn’t much of a leap for a Canadian to find out four years later that 20 years—including a stint on the local, and long-term. “We take time to outdoor-recreation gear company. But Moun- Customs has gone back and found Vancity Credit Union board. To help a understand the community, looking at tain Equipment Co-op (MEC) has integrated you owe duty,” says Willson. company identify their social purpose, where the gaps are and how we can make this social purpose into its business to such she first suggests uncovering a company’s the biggest difference,” says Belsheim. The a degree that it develops its products and OTHER AGENCIES Border genesis story: “Most businesses were created company works closely with United Way of operates its business through the lens of how agencies are not the only groups to meet a need in society,” say Strandberg. the Lower Mainland, which helped Neptune best to help and encourage people to get off importers and exporters must our experienced journalists to maintain the voice and values of the Can you connect that to a modern-day social hone in on at-risk youth—particularly those the couch and out the door. For Labistour, answer to–there is also the issue? Alternatively, research community with learning disabilities—and seniors’ it’s about understanding customers, and FDA, CFIA and other industry issues in your area, or investigate whether well-being in North Vancouver. While people in general. “The more value we can current customers are using your product in these issues might not immediately impact provide to the people in our communities, agencies. “Heavily regulated a way that creates social value. But whatever the company’s bottom line, that’s not really the greater our brand trust and social license environments like dairy, steel or the social purpose, you must deeply embed the point, says Belsheim. “For us, it’s to operate will be. This includes the consid- textiles have very complex trade publication. Your brand will be associated with the content through logo IMAGE COURTESY OF UNITED OF WAY THE LOWER MAINLAND it into your operation. “By doing this, about building community trust long- eration for those who make our products and agreements,” explains Willson. you attract more customers and increase term,” he says. “We also want people the environments in which they are made.” “There may be quota systems in ocial purpose: it’s iteration places social good at especially millennials. “They’re Other businesses aren’t sure customer loyalty. Customers become brand to be proud of working at Neptune. Our place, or you may need to show a trend and a term the very core of a business. not just looking for a job and where to begin, but are “thirsty” ambassadors,” she says. “It’s a virtuous cycle efforts in the community give them Want to learn more? that the supply chain is secure.” on many lips these “A company’s reason for paycheque—they’re looking for guidance, says Schaafsma. of growth.” that pride.” Contact United Way of the Lower days–but some being can no longer be its prod- for purpose in their work,” Enter United Way, a social Mainland: [email protected] Willson says these daunting local businesses uct and services—rather it must says Schaafsma. “If companies leader in its own right—and recent KPMG you may not know the answer between two digits may mean requirements can lead many and/or text recognition. areS struggling to catch on. leverage its products and services embrace true social purpose, one uniquely positioned to play The Evolution: Philanthropy to Social Purpose “Social purpose is taking as a mechanism to create social they will find it easier to find matchmaker, thanks to its exist- study revealed to.” Accessing the benefits of paying no duty or paying six per companies to keep their business corporate social responsibility good. This in turn creates a top-notch employees and retain ing relationships in the corporate STAGE 1. PHILANTHROPY STAGE 2. STRATEGIC STAGE 3. INTEGRATED STAGE 4. SOCIAL PURPOSE that 70 per cent free trade agreements requires cent, which could make you non- close to home. “That lasts for (CSR) to a completely new level,” model of sustainability for the customers.” world, government, social agen- WHAT: A corporation shows WHAT: A corporation under- WHAT: A corporation real- WHAT: A corporation bases its of businesses expert knowledge and stringent competitive,” says Willson. a while, but at some point in says Mary Ellen Schaafsma, business, because society sees Some local companies are cies and unions. goodwill by giving back to stands the value of supporting izes the competitive advantage reputation on social good, and are not fully reporting, says Willson, and the your growth plan you’re going director of social innovation and the business contributing to the well on their way. Schaafsma “This isn’t just about busi- community. the community and becomes gained through philanthropy, the whole enterprise is creating a Aleveraging their free trade level of attention paid can affect RULES OF ORIGIN Poor to have to find new markets,” he research with United Way of the community,” says Schaafsma. points to local social leaders nesses on their own adopting EXAMPLE: During this holiday strategic with its actions. and designs products and ser- social movement. agreements–a mistake that can pricing–either improving or communication with suppliers says. “It comes down to having Lower Mainland, which recently She adds: “Traditional CSR has such as Vancity Credit Union social purpose,” says Schaafsma. season, a company collects items EXAMPLE: A company decides vices to be socially beneficial. EXAMPLE: The business purpose have major strategic, financial hurting a company’s com- about where products or even their a partnership with someone who hosted a workshop on the topic. done a lot of good; it’s just not and Mountain Equipment “This is about coming to the and comes together as a group to to give back by establishing EXAMPLE: Social hiring (hire supports a higher level of social and administrative implications. petitiveness in the marketplace. components were manufactured can facilitate your understanding Where CSR advocates philan- enough any more.” Co-op, which embody their table with all the other players to put together Christmas hampers a community grant, and the local, support people with bar- purpose. Everything it does tells “International trade is complex, Essential factors include: can result in penalties–potentially of the information flow to regu- thropy as a means of giving Why? Partly a shift in atti- social purposes of community tackle the root causes of social and tells the story through story is spread through riers to employment). The cus- the story, and relates back to and there is a fundamental fear affecting your landed costs. latory bodies, so that nothing back, boosting corporate image tudes and expectations among development and outdoor activ- issues, and creating long-term paid advertising. the news media. tomer shares the brand’s story. the movement. and bolstering profits, this new customers and employees, ity, respectively, in all pursuits. solutions.” BUSINESS VALUE: Goodwill. BUSINESS VALUE: Reputation. BUSINESS VALUE: Profitability. BUSINESS VALUE: Sustainability. of the regulations and red tape,” CLASSIFICATION Every slows down at the border, and says Peter Willson, fourth-gener- product requires a 10-digit VALUATION Importers must your costs are understood.” ation CEO of Willson Interna- Harmonized System code that navigate six possible valuation includes: This is a bird’s-eye view of some very Created by BCBusiness in partnership with United Way of the Lower Mainland tional, a leading U.S.-Canada determines the duty owed on it, methods for each category of complex issues that can affect your customs brokerage. “When your and it is critical to calculate it goods. Declaring the wrong one landed costs and bottom line. If you are concerned about any of these product lands at a foreign port, precisely by examining a num- could result in incorrect duty issues, it is imperative that you call people start asking questions that ber of factors. “The difference being applied. your customs broker.

• Consultation with the BCBusiness content team on the direction of the content Created by BCBusiness in partnership with Willson International based on your target audience and marketing objectives • 500– to 600–word sponsored content piece written for you • Full page in BCBusiness magazine to showcase the sponsored content, designed by BCBusiness following our sponsored content layout guidelines • Placement of sponsored content on BCBusiness.ca in-stream with editorial content, receiving exposure on the homepage and on related section pages, in addition to targeting visitors who match your specific customer profile • eNewsletter—highlighted at least once in the BCBusiness eNewsletter Promoted content: • Social media—promoted through the extensive BCBusiness social media audience • 500– to 600–word business profile piece written on your organization/ product/services Cost: $6,735 • Full page in BCBusiness magazine to showcase your business profile, designed by upgrade to 900 words and a double page spread in bcbusiness magazine BCBusiness following our promoted content layout guidelines Cost: $13,257 • Placement of the business profile on BCBusiness.ca and on at least one BCBusiness eNewsletter add-ons: • Same prices as sponsored content origiNal Photo shoot: From $500 Custom viDeo: From $1,000 digital only content: • Includes sponsored content or promoted content digital elements • No print placement ask us about our integrated package pricing. Cost: $3,500

PUBLIC RELATIONS IN 2019 31 APPENDIX – BC BUSINESS MEDIA KIT

media kit 2019

EvENT PaRTNERSHIPS 30 UNDER 30

30 under 30 toP 100 luncheon custom events

Each April, BCBusiness celebrates B.C.’s young The annual TOP 100 issue is B.C.’s most authoritative Partner with BCBusiness to host an exclusive event innovators who excel in their respective industries, ranking of the companies shaping our province. Our targeted to your audience. Using the content expertise give back to their community and are shaking up annual list highlights the top revenue earners and of BCBusiness and our network, your company business in our province in a big way. The April issue puts key business leaders in the spotlight. BCBusiness can benefit from a custom event that meets your of BCBusiness is the culmination of this esteemed will be honouring the TOP 100 Companies at one of marketing objectives. Be seen as a thought leader in celebration. There’s no better opportunity to align BC’s largest business networking luncheons. Your your industry and have the opportunity to connect your brand with the next generation of business partnership of the TOP 100 Luncheon directly with your clients and prospects. From start to leaders and rub shoulders with the will promote your company’s products and services finish, BCBusiness will organize all details of the event city’s corporate community, influencers and media. to an affluent audience of 1,000 CEOs, COOs, top including venue, catering, ticket invitations and/or executives and senior management. sales, speaker acquisition and more. APRiL 2019 VANCouVeR CLuB JuNe 20, 2019 eVeNt tYPe, dAte, tiMe 250+ Attendees FAiRMoNt HoteL VANCouVeR ANd AtteNdee NuMBeRS 1,000 Attendees to Be chosen by you BCBusiness.ca/30under30 BCBusiness.ca/Top100

PUBLIC RELATIONS IN 2019 32 APPENDIX – BC BUSINESS MEDIA KIT

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PUBLIC RELATIONS IN 2019 33 APPENDIX – BC BUSINESS MEDIA KIT

media kit 2019 cw MEdIa cUSToM PaRTNERS

Bc Society for the Bc Society for the touriSm canadian Bc hydro prevention of cruelty prevention of cruelty vancouver mortGaGe BrokerS to animalS to animalS aSSociation

S t. pa u l’ S vancouver pacific Salmon Bc women’S hoSpital lionS Gate hoSpital foundation foundation foundation foundation foundation cUSToM PUBlIcaTIoN advERTISINg oPPoRTUNITIES

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PUBLIC RELATIONS IN 2019 34 APPENDIX – CANADA WIDE MEDIA LANDSCAPE

CONTINUED

PUBLIC RELATIONS IN 2019 35 jellymarketing .com

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